Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials

Yoram Wind · Joseph Denny

49 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Statistical Methods and Applications

Abstract

Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.

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1989Research for Marketing Decisions 1964Defining Advertising Goals for Measured Advertising Results 1956The Design of Social Research 1954The Design of Social Research.

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